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Submitted By awesomeness
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Student Name – Kavita Gaur
Student ID – 85684
Course – MKTN 951-1 Competitive Marketing Strategies

Pet Rock
Pet Rock is exactly what name suggests, a rock as a pet. Pet rock is collectible rock, which was considered to be personal pet. Pet Rocks were smooth stones from Mexico’s Rosarito’s Beach. Gary Dahl introduced the concept of Pet Rock in 1975 in a bar, when he couldn’t stop noticing that all his friends with pets were exhausted by theirs pet’s daily chores like taking them on walks, groom them etc. So he came up with an idea of having a Rock as Pet. So Gary came up with an idea of having a pet rock to avoid all these hassles.
People who want to have a pet but yet can’t afford to take care of one, had rocks as pet. Selling Rocks as pet could be the dumbest thing that anyone could have come across, but Gary Dahl not only made living out of it but also became a “Millionaire”. He wasn’t just selling rocks, but he was marketing an idea. What’s commendable is how a good marketing strategy can make a huge difference. No matter what the product is, but packaging and the way it is advertised to people makes any mundane product attractive. Pet Rocks were marketed like live pets, in custom made cardboard boxes, with straw beds and breathing holes. It also had an official 32 pages training manual about how to take care of the pet rock. The marketing strategy Gary Dahl adopted was to present the pet rock as zero maintenance, cost effective and involving least responsibility along with an instruction manual. This attracted a lot of people who were happy to buy such a low maintenance pet as compare to a living pet.
A good marketing strategy is all about presenting the product & Gary Dahl knew how to market his product. He even marketed newsletters with him posing with hundreds of boxes of pet rocks. Even though the fad of having a pet rock lasted only for 6

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